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Service quality, customer satisfaction, and behavioral intentions in the service factory

Festus Olorunniwo (College of Business, Tennessee State University, Nashville, Tennessee, USA)
Maxwell K. Hsu (College of Business and Economics, University of Wisconsin‐Whitewater, Whitewater, Wisconsin, USA)
Godwin J. Udo (College of Business Administration, University of Texas at El Paso, El Paso, Texas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 January 2006



This study seeks to investigate, through the development of an operationalized service quality construct in the context of a service factory, whether the typology to which a service belongs may explain the nature of the service quality (SQ) construct and its relationship to customer satisfaction (SAT) and behavioral intentions (BI).


An exploratory factor analysis used a sample from undergraduate student respondents. Then, a more representative sample of hotel guests was used, in a second‐order confirmatory factor analysis.


The dominant dimensions of SQ construct in the service factory were found to be: Tangibles, Recovery, Responsiveness, and Knowledge. Further results indicate that, although the direct effect of SQ on BI is significant, the indirect effect (with SAT playing a mediating role) is a stronger driver for BI in the context of the service factory.

Research limitations/implications

A notable limitation is that the present study focuses only on the service factory and uses only one industry (lodging) to illustrate the findings. Future research should examine other service categories.

Practical implications

Service managers are recommended to devise operations and marketing strategies that focus on the dominant SQ dimensions in order to enhance SAT and, in turn, foster positive BI.


This study demonstrates that SQ, SAT and BI and their interrelationships may be typology‐specific. If this is true, two or more industries (e.g. airlines and lodging) may exhibit similar relationship characteristics with regard to these constructs if they belong to the same service category. This knowledge is useful for benchmarking best practices among such industries.



Olorunniwo, F., Hsu, M.K. and Udo, G.J. (2006), "Service quality, customer satisfaction, and behavioral intentions in the service factory", Journal of Services Marketing, Vol. 20 No. 1, pp. 59-72.



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